Branding 101 For Emerging Moguls

Recently, a former co-worker named, um, Stanley sent me a nice e-mail congratulating me on the launch of The Looney Executive Mid-Atlantic Emerging Growth Series^TM.

It's an interview series focused on emerging growth firms.

Stanley said he liked the interviews. But he wasn't sure that older or "mature" business professionals would be too fond of a couple of items:

• The brand name I'm using - The Looney Executive^TM (would they take it seriously?)

• The use of the term "screwed" in relation to an amusing little saying I created and used on some of my e-mails (would they be turned off?)

I appreciated Stanley's critical but constructive remarks. And, because I know that some people might be turned off by edgy humor in regards to business content, it started me thinking again about my brand and just who I'm targeting.

He's also launching his own web venture.

So here's an excerpt from my response to Stanley.

Thanks for the feedback regarding The Looney Executive. As an FYI, the primary target market for The Looney Executive brand includes emerging growth executives and entrepreneurs, and executives at mature mid-market firms.

The brand "The Looney Executive" was created purposely to create an image of something fun and perhaps a bit amusing.

This was also the name of my prior TV show, which aired from 2003 - 2006. I actually did interview several "mature executives" and they seemed to like the brand name.

But one guest on the TV show took business way too seriously. He made sure that I understood just how serious he was. And I never asked him to come back.

But your point is definitely well taken. It just might be that most "mature professionals" don't take to it. And those who take business extremely seriously probably won't either.

And that's more than OK.

... We really should try to capture a target niche that really gravitates to the brand. It's great to reach a wider audience. But the fact is that most products and services seem targeted to a specific audience by design.

So the premise of "The Looney Executive" is two-fold:

• Almost every emerging growth or mid-market entrepreneur or executive is a Looney Executive, simply based on the fact that they operate in a fast-paced, crazy environment - raising capital, hiring, firing, doing deals, making blunders ...
• There is a whole lot of fun to be had in the business world.

So The Looney Executive seeks to capture and embrace the fun and wackiness that business has to offer, while still delivering lessons that are quite valuable.

Work Hard ... Succeed (or Not)... But laugh a little along the way!

I think that sums up the essence of what The Looney Executive is about.

Take care and please keep me updated on your progress.

Blake

All entrepreneurs should constantly focus on their brand and what they want it to project!!

For me the lesson is this:

I really don't take business too seriously - and I want The Looney Executive brand to reflect that. We make you think ... while polluting your face with smiles!

Considering that business people frequently use much stronger language than "screwed", I think I've been pretty damned mild so far ... but stay tuned!

Check out The Looney Executive Web Site

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